Borders Group Inc Essay Example | Topics and Well Written Essays - 750 words

Borders Group Inc - Essay Example The Borders Company facilitates online shopping through their website, Borders.com. This facility assists customers to get easy access to company’s products and services from any part of the globe any time. It mainly offers e-books through online shopping and it additionally offers a desktop e-Reader for computers, which would also suit many other applications. Similarly, Borders’ promotional tactics involve offers sent to customers as e-mails and text messages. The company gives great emphasis on collaborated operations because the firm believes that this practice would ensure organizational sustainability and further business expansion. For instance, the ‘Borders’ formed an agreement with Starbucks subsidiary Seattle’s Best Coffee so as to enhance its expansion activities. Another notable feature of the company is that Borders’ international expansion is based on franchising strategy. Likewise, diversification is also one of the main grand s trategies of ‘Borders’. Recently, in 2008, the company opened 14 stores nationwide that offer variety of electronic devices such as MP3 players and Sony Reader. 3. Long-term objectives It is evident that international expansion is set as Borders’ long term objective. The company has opened a large number of stores in different parts of the world namely in UK, Singapore, Malaysia, Oman, and Sharjah. The words of Borders group chief executive officer George Jones (cited in The Free Library) indicate that the company emphasizes on the superstore business because the management believes that superstore is the foundation of their strong brand. After a failure in global market, the firm... ‘Borders’ seems not to have employed this strategy so far. To illustrate, its online prices are always different from that of in-store prices and they are subject to changes without giving any prior notice (Borders). The company tends to charge an additional premium for this facility. Focus strategy involves concentration on narrow market segments in order to focus the interests of that segment (Marketing Plan). Grand strategy involves framing comprehensive plans to meet the major objectives of a firm by employing all available weapons such as ‘market, product, organizational development through acquisition, divestiture, diversification, joint ventures, and strategic alliances† (Grand strategy). The Borders Company facilitates online shopping through their website, Borders.com. This facility assists customers to get easy access to company’s products and services from any part of the globe any time. Long-term objectives It is evident that international expansion is set as Borders’ long term objective. The company has opened a large number of stores in different parts of the world namely in UK, Singapore, Malaysia, Oman, and Sharjah. The words of Borders group chief executive officer George Jones (cited in The Free Library) indicate that the company emphasizes on the superstore business because the management believes that superstore is the foundation of their strong brand. In addition, the firm frames wide ranges of marketing and promotional tactics in order to maintain brand loyalty.